aron
@aronshelton
aron
@aronshelton
provocations and design
The fork on your plate isn’t inevitable—it ’s propaganda. Its design has been polished by centuries of iteration, yes, but also by centuries of forgetting. We stopped asking why a fork looks the way it does because it became too familiar to question. It’s not a tool anymore; it’s a dogma.
But supernormal isn’t about inevitability. It’s about normalization. When something becomes so ubiquitous, so embedded in daily life, it disappears from view. That’s not just true for objects—it’s true for the systems we live by. Markets, money, time.
Taste Community and why curation...
Our situation resembles that of 18th century England. At the eve of a new Industrial Revolution, inundated by foreign products, lacking the central authority of an Elite to dictate and inspire mimesis, we are left wandering in endless store aisles and webpages, wondering how to properly consume.
“The change before the change suggests that perhaps indescribability is, in itself, an evolutionary condition, a built-in extra budget of possibility for unfamiliar formations. I suspect it is, and this indescribability offers the challenge of how to communicate this unseen, submerged process. One is to accentuate the lateness of responding to "eme
... See moreAn attention ecology goes against the idea of an attention economy, in which one’s attention is directly monetized and pitted against other things that are also meant to co-opt your attention.
Within the architecture of a project, whether it’s a printed piece or a website or something else, we’re always trying to deeply consider how one’s atte
... See moreWarm Cookies of the Revolution, needn’t say more.